Ofelia Shafir

Experience

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  Mazeikiu Nafta (Lithuanian refine Moscow representative office)

  Apr 1999 - Feb 2003

  Manager

  • Informational support of the refinery• RU Mass Media daily summary preparation • Industry show and events organization and participation• Ambassadorial courts for TOP managers and partners organization• Oil companies negotiations organization and support• Oral and written translations • Refinery Managers overall support in Moscow (visa support, hotel booking, guided tours)

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  Mary Kay Inc.

  Feb 2003 - Feb 2011

  • Departmental management (2 subordinate departments Analytics and Operations with supervisors in a head)• Budgeting (programs budget is 25 % of hole RU subsidiary budget, plus departments budget)• Finance and management statements • Customer support control • Media planning• Business event execution• Customer informing (via e-mails, sms, ring round, personal advisory services)• US Headquarter and other local departments (legal, finance, tax) interaction • Vendors Management (negotiations, agreements, Mary Kay customers service control)Achievements:• Projects cost reduce to 12 % (by vendors prices decrease, conditions changes)• New attractive options for current cars (Ford Mondeo and Focus, Mercedes E200) addition• New status car for TOP Customers implementation (Mercedes ML350)• Programs achievers grows to 34 % (thus sales grows)• Car Program participants database creation and implementation, reports automatization Show less • Departmental management (2 subordinate departments: Customer Support and Projects)• Departments budget planning and control• Customer support and sales growth (by personal consulting, individual plans preparation, mailings etc) • Supportive programs implementation • Corporate customer service standards implementation and control• Customer education (guides and manuals creation / corporate materials adaptation; educational trainings holding)• US Headquarter and other local departments (marketing, helpdesk, events, legal) interaction • Sales Force events support; Corporate business events organization and participation• Informational support of Customer (internal periodicals, online, leaflets, sms/email mailings)• Sales reports analysis • Customer complaints handlingAchievements:• Customer count and sales growth• Educational guides and manuals creation• Customer database creation and further development (phone calls and corporate security databases addition)• Customer personal development programs creation and implementation Show less

  • Senior Manager, Motivational program (Mary Kay Pink Cars Program)

    Apr 2010 - Feb 2011

  • Senior Manager, Sales Development

    Feb 2002 - Apr 2010

  • Supervisor, Sales Development

    Apr 2005 - Apr 2008

  • Senior Coordinator, Sales Development

    Feb 2003 - Apr 2005
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  SUNLIGHT

  Mar 2011 - Dec 2011

  Marketing Director

  - Marketing Team management- Marketing Strategy Implementation - Internet Marketing (direct, CPA, CPO, SEO, Affiliate, SMM)- PR and Media Marketing- Trade Marketing - Budget Management- MediaPlanning- All kind of commercials (street, in side of trade centers, magazines, catalogues, leaflets)- Retail stores marketing support and visual merchendizing- Promotional campaigns to increase brand awareness - Analysis (internal, Google Analytics, Yandex Metrica)- Customer Loyalty Program launch and management- Product catalogue creating, printing and distribution (2 000 000 circulation) - Customer Service management- Vendors management- new marketing strategy prepared- marketing and pr budget prepared - retail chain consept created- new retail format stores (jewelry hypermarket) opened and promoted- new merchendizing startdarts implemented- new in-store equipment designed - new merchendizing standarts implemented- New Year media plan ( offline media,internet,pos & other promo activities) prepared- customer loyalty program started - web-site www.love-sl.ru optimization and promotion (up to 100 000 visitors per day)- Cutomer Service Center opened Show less

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  Juvalia

  Feb 2012 - Jan 2012

  Sales and Marketing Director

  - New stylists recruiting - Sales (online sales, trunk shows organizing and holding)- Sales Force Education- Analytics- Business Development- Creation of Support Materials (Agreements, Brochures, leaflets, jewelry bags&boxes&labels, web-site content etc..)- Making monthly and yearly marketing budgets and working according to budget- Overall responsibility for stylist compensation plan- Overall responsibility for stylist compensation- Internet marketing (incl. SMM)- Special Events- PR, Brand Awareness Growth- Cross-Promo projects- Design- Product (collections choosing, pricing, special offers. etc.)- Customer Service incl. personal selling- Vendors- Team management- Special sales projects- Overall B2B and B2C sales- Pricing- Overall P&L responsible- Budgeting according to company’s and investor’s plans and needs- Budget fulfillment- Reporting about development against budget on weekly, monthly and yearly basis- Competitor analysis- Market analysis to identify quick growth potential- Event organisation Show less

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  Li-Ya Accesories

  Jul 2012 - Dec 2014

  Owner

  - plan, designt and launch of web-site- sourcing - pricing - marketing (online, offline)- analysis ( Google Analitycs, Yandex metrica) - SMM (Facebook, Instagram);- PR- content management- showroom (rent, visual merchendising, equipment)- logistics (warehousing, delivery etc)- Events (PR; sale, charity)- project was launched in 2 months; - conversion rate of web-sate - 3%- self-financing stage in 3 months after start - PR (free articles in "Afisha", top bloggers, loyal customers on TV and radio) Show less

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  ENTER LLC, www.enter.ru

  Jan 2013 - Apr 2015

  Director, Business Units "Jewelery &watches" & "Perfumery&Cosmetics"

  - Entire Business Unit Management, full P&L responsibility- Budgeting - Sales management. Annual and monthly plans approval and control (sales volume, retail margin, turnaround rate, number of sold items, volume of retail check, conversion, traffic, CPO);- Procurement strategy- Marketing Strategy to start on the market online jewelry sales - Online marketing - Sourcing (product mix policy; assortment selection product purchase, commercial conditions, pricing, margin, turnover rate);- Private Labels launch and promotion;- Merchandising ( offline and online )- Full content responsibility (photo shooting, control of design of banners, promo liflets, catalogues; retouch quality, etc); - Retail Chain development strategy: market positioning, target audience defining, customer segmentation, competitive positioning, local marketing activities to support retail stores;- CRM;- Team management (hiring, motivation, sales staff motivational programs)Achievements: - Sales of Jewelry&Watches business unit increased more than 300%;- Stock turnover period decreased in 10 times- Jewelry online sales in Russia n market - started (incl. new laws generation to b2c jewelry delivery) - Exclusive international contracts were gained (Guess Jewelry; Stroili Oro Italy; Pandora);- Shop-in-shop for international and local brands constructed- Category landing pages and other significant web-site changes - Photo and video shooting and content generating Show less

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  Wikimart

  Apr 2015 - Aug 2016

  Busines-Units Director, Clothes&Shoes, Perfumery&Cosmetics, Jewelery&Watches

  - Preparing the Business Strategy and action plan of entire Business-Units ;- Full P&L responsibility;- Conduct competitive analysis on key segments, benchmarking to define and optimize the sales and marketing strategy;- Plan, monitor and execute online marketing strategy (direct, affiliate, SEA, SEO, Display etc); Social Media, online PR;- Web-site management (conversion rate, usability, bounce rate and other metrics of Google Analytics , Yandex Metrica and other resources and metrics); - Content Management;- Assortment ( sourcing, pricing, sales, margin, turnover; stock value), including VMI and Market place development;- Team management;Achievements:- Strategy an P&L for 4 Business Units calculated - New assortment strategy is generated and implemented (new product, brands, pricing, positioning etc)- Marketing strategy for entire business units created and implemented (offline trade marketing activities and digital marketing tools)- Revenue of entire business units increase up to 480%;- Top-2 in margin ranking is achieved; - Shop-in-Shop with foreign companies agreed ( for example, El Corte Ingle, Spain)- landing pages, new e-merchandising , product content are generated- Cross-border market place prepared to launch; Show less

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  Ideas4retail

  Aug 2016 - Nov 2017

  Director, Internet Projects (Hamleys.ru, Cookhouse.ru, Imaginarium.ru)

  Area of responsibility:1) E-stores for 3 brands ( Imaginarium.ru, hamleys.ru, cookhouse.ru)2) Digital marketing for 3 brands3) Social Media Management for 3 brands4) CRM & Omni channel for 3 brands5) Content and E-Merchandising 6) IT, Logistics & Warehouse 7) Call-Center and Customer Service8) Budgeting, Strategic Planning9) Team Management (in house and outsource)Achievements:- full re-desing and relaunch of cookhouse.ru, DT&Mob, sales LFL > 1000%, CR - 1,5%, Mob. sales - 56%- launch of hamleys.ru (DT&Mob), CR - 2,56% (desktop - 3%)- Online Marketing strategy, monthly/weekly marketing plan for each brand prepared- Omnichanell CRM launch for Cookhouse, Hamleys ( 360 degree customer journey analysis, more than 40 marketing activities are prepared, overall analytics are reports are generated, databases segmentation, a\b test etc)- Digital marketing tools integrated and started (Yandex/Google, SMM, re-marketing, CPA, SEO, Google Merchant, Yandex.Market, price.ru, media and other channels are started for 3 e-stores)- Regular emailings/sms strategy launch for each brand - Content for 3 web-sites (descriptions, photo, translations, video ect)- Social Media Management for 3 brands on Imaginarium, Hamelys, Cookhouse (strategy, visuals, conted - all prepared for 3 brands). - Logistic, IT and internal structure and processes building (Click&collect launch, more than 1000 pick-up-points are integrated, next day delivery launch, logistic costs decreased from 18% to 9%) - Call-center moved in-house (all procedures, scripts different for each brand are prepared and implemented)TOP 8 finalists in a biggest industry awards "BOLSHOY OBOROTO" : - The Breakthrough the year - Cookhouse.ru- The Debut of the year - Hamleys.ru- Best Ecommerce Director - Ofelia Shafir Show less

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  ООО Алькор и Ко (Л'Этуаль)

  Dec 2017 - Aug 2023

  Chief Marketing Officer

  - Corporate Strategy Vision creation- Tactics implementation of Strategic goals - Grows hacking projects and new business opportunities discovery- Market Share retention and growth responsibility- Assortment strategy/Pricing/KVI strategy- Strategic marketing (RUSSIA, CIS, UAE)- E-Commerce - Customer DataBase Growth, Retention and rejuvenation, LTV- Planning/ Budgeting/ Analytics- Digital Marketing (media /perfomance / CPA/ mobile app installs /bloggers etc)- Trade Marketing for 1000 retail stores (+ CIS, UAE)- Media split strategy and placement (TV, OOH, Radio)- Private label promo/marketing- New brands/products launches/promo- Retail Media - Design (from A to Z for all corporate needs) - Content / Photo/Video Production- Social Media Management - PR - Events - Beauty Brands Marketing (brand day/launches/promo)- Selebrity/Bloggers Marketing - Cross-Promo - Letoile Brand Marketing- ESG/HR/Social/Charity projectsResults: - significant and constant in-store traffic/customers/ new customers/ LTV increase- letu.ru #1 beauty ecommerce in russia- letoile mobile app - top #3 most downloaded app in russia, #1 in beauty- #1 corporate social media accounts ( Instagram increased from 200K to 9M followers, biggest corporate tiktok with huge coverage, VK)- 1st Beautyplace (beauty marketplaces) launch- #1 in beauty assortment among all direct competitors- significant digital traffic grows inspite of google/fb/instagram/youtube tools absence - constant loyal database /LTV/ new customers/ mobile app installs increase- new flagship store design concepts - web-site/ mobile app re-design - new corporate brand (LETOILE) strategy launch - New media buying strategy to optimise all media budget - New brands/products launches - New content (art/visual) approach launched/and promoted- Annual charity projects- All marketing /retail/ ecommerce/ digital awards and achievements Show less

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  MIXIT Cosmects

  Dec 2023 - Sept 2024

  Chief Commercial Officer (CCO)

  1. Corporate Commercial Strategy2. Planning & Budgeting3. Market places Strategy and management4. Retail strategy and management5. Marketing (Strategic, Trade Marketing, Market places markeing, SMM, Content etc)6. Key Partners Negotiations 7. Market research8. Analytics 9. Pricing / Promo strategy10. Team Management ( 80+ people) Results:- Sales uplift + 250 % LFL - # 1 in beauty on Wildberries, OZON, Yandex Market (MP Stats)- Strategic collaboration / exclusive conditions on Wildberries (+185 % turnover grows)- Strategic collaboration / exclusive conditions on OZON (+ 485 % turnover grows)- Exclusive support and conditions on Yandex.Market- Start of work and whole chain distribution on "Podryzhka"- Whole chain distributiob in Gold Apple ( + 180% turnover grows)- Strategic negotiations with TANDER (+84 % turnover grows)- Strategic collaboration with Х5 (Pyatorochka) - Growth of distribition in Ulybka Radugy - Marketing /PR/ SMM Strategy- New top managers team hiring, motivation and management Show less